According to statistics by Forrester Research, at least 89% of marketers use email as their primary lead generation channel. This goes to show that direct mail marketing is still a relevant tool, both for B2C and B2B purposes.
And with the introduction of new conveniences in digital marketing, we can all say it would take long before email marketing fades away. Acquiring new clientele is still possible through this channel – only if you have nurtured and streamlined your email components.
While email continues to be a widely used lead generation platform, there are still many marketers (mostly SMEs) that struggle with attaining higher response rates from cold leads. We can blame this on several factors, but this ultimately boils down to proper planning and execution.
Indeed, many businesses often wonder they are not getting enough traffic despite a high send out volume. It could be that the content of these messages lack important qualities.
If you are leading a business that confronts similar issues, consider these tips for creating emails that go straight to your audience’s heart – and not their spam folders.
Give a sense of urgency. Why should your prospects respond to you in the first place? It has been revealed that people react more to messages that present certain issues. Thus, it would be better if you present a specific problem, usually in the form of a question in the likes of “Having trouble with poor sales? Talk with us.”
Personalize your emails. The Aberdeen Group showed that personalized emails, or messages that take into account the needs of specific groups of decision makers, “improve click-through rates by 14%, and conversion rates by 10%.” So, try to focus on creating your content based on important details about an individual prospect, such as industry, company size, budget, and position.
Simplify your language. The tricky part with email marketing is constructing compelling calls-to-action in as few words as possible. Now, you may want to provide your prospects with all the information they need, but there is a need to reserve this part for the sales appointment. For now, provide your emails with simple and clear language. Sticking to this principle keeps your audience listening.
Have someone handle it for you. Emails bridge the gap between customer awareness and engagement. It would, however, require expert proficiency and analytical skills in digital marketing to facilitate the transition. This can be achieved through a reliable B2B lead generation company.